If you’ve ever wished more ads celebrated pregnant and nursing moms, your time has finally come, and you can thank Pharrell Williams for it.
The legendary singer-songwriter’s streetwear brand, Billionnaire Boys Club, recently partnered with Adidas to launch a unisex sneaker collection in a rainbow of colors—and who better to show them off than a diverse group of pregnant and nursing moms?
The campaign, “This Is Her Time,” features female activists and aims to champion their work in gender, sexuality, race, and equality.
One ad features two pregnant moms holding a sneaker between their bumps and the word “gratitude” displayed on the insole. Another features model Isabela Rangel Grutman breastfeeding her daughter.
“Now is my time to show gratitude to women,” Williams says in one of the campaign videos. ““Now is her time to be powerful. Now is her time to run the world. Now is her time to teach us all … Now is her time to stand up for her right to choose.”
This is one of the few times advertisers have featured pregnant and nursing moms in a campaign, especially one marketing products that aren’t specifically for moms or kids.
By embracing diversity and showing that being a mother is indeed worth celebrating, Williams is breaking new ground in the advertising world—and fans love it. One Instagram user said, “This campaign is beautiful.” Another called it “genius” while another simply said, “Thank you.”
Overall the campaign celebrates female empowerment and sends a positive message about inclusivity and equality that is sure to be appreciated not just by moms, but by entire families.